Market size 2018 Market Share Competitors analysis Products gab analysis SWOT analysis Marketing strategy Marketing tactics Marketing calendars

1. Marketing plan 2019
Market size 2018
Market Share
Competitors analysis
Products gab analysis
SWOT analysis
Marketing strategy
Marketing tactics
Marketing calendars
Rowena

2. 1. To increase sales from 17MRS to 20MRS during
the year 2019.
2. To increase market share from 3% to 6%.
3. To uplift brand, products & showrooms image
4. To increase market converge.
Rowena

3.  To be the preferred brand for our customers
with high quality products vs reasonable
prices.
 Rowena has set up the mark in the market
to offer customers a memorable taste of the
best kind of chocolate and sweet , we are
delighted to share our unforgettable moment
with you as we believe distinguished
moments has always a place in mind, that
seamlessly integrate passion with high-
quality ingredients is what can make our
chocolate a unique one, our praline recipes
are the pride and joy of our Manufacture, yet
they remain one of Belgian most closely-
guarded secrets.
Mission:
Vision:
Rowena

4. The size of the confectionery market in the Kingdom of Saudi
Arabia is more than 3 billion riyals in 2018.
Rowena
SaadAlDain
20%
Sanabel
19%
Al Mahawel
6%Rowena
3%
Others
52%

5. Rowena

6. Rowena
‫إيفنتيك‬:‫من‬ ‫مستوى‬ ‫أرقى‬ ‫لتقديم‬ ‫تام‬ ‫استعداد‬ ،‫الكيك‬ ‫والكب‬ ‫الكيك‬ ‫و‬ ‫المناسبات‬ ‫حلويات‬ ‫صنع‬ ‫في‬ ‫متخصص‬‫اللذيذة‬ ‫التشكيالت‬
‫والحنا‬ ‫العشاء‬ ‫حفالت‬ ‫و‬ ‫التخرج‬ ‫و‬ ‫الميالد‬ ‫أعياد‬ ‫و‬ ‫الخطوبة‬ ‫كحفالت‬ ‫المناسبات‬ ‫لجميع‬(‫الغمرة‬)‫و‬ ‫والدات‬ ‫استقبال‬ ‫و‬‫أكثر‬.‫في‬
‫أكثر‬ ‫و‬ ‫مخيلتك‬ ‫مافي‬ ‫نحقق‬ ‫فنحن‬ ‫مناسبتك‬ ‫في‬ ‫ضيفة‬ ‫كوني‬ ‫رضاك‬ ‫على‬ ‫نحوز‬ ‫أن‬ ‫نستطيع‬ ‫ايفينتيك‬.
‫الغذائية‬ ‫للصناعات‬ ‫السالم‬ ‫سنابل‬ ‫شركة‬‫هذا‬ ‫في‬ ‫عريقة‬ ‫خبرة‬ ‫تمتلك‬ ‫وهي‬ ‫والحلويات‬ ‫األغذية‬ ‫صناعة‬ ‫مجال‬ ‫في‬ ‫الكبرى‬ ‫الشركات‬ ‫إحدى‬‫المج‬‫ال‬,‫شهدت‬ ‫وقد‬
‫ك‬ ، ‫ومشتقاتها‬ ‫الحلويات‬ ‫صناعة‬ ‫في‬ ‫المتخصصة‬ ‫الشركات‬ ‫أبرز‬ ‫إحدى‬ ‫جعلها‬ ‫في‬ ‫أسهمت‬ ‫واسعة‬ ‫وتطوير‬ ‫نمو‬ ‫عمليات‬ ‫مسيرتها‬ ‫طوال‬ ‫الشركة‬‫من‬ ‫تعد‬ ‫ما‬
‫ا‬ ‫كبار‬ ‫من‬ ‫ضخمة‬ ‫قاعدة‬ ‫لديها‬ ‫توجد‬ ‫كما‬ ، ‫االحتياجات‬ ‫مختلف‬ ‫تلبي‬ ‫التي‬ ‫المتنوعة‬ ‫المنتجات‬ ‫من‬ ‫واسعة‬ ‫قاعدة‬ ‫تمتلك‬ ‫التي‬ ‫البارزة‬ ‫الشركات‬‫لعمال‬‫من‬ ‫ء‬
‫الحكومية‬ ‫والقطاعات‬ ‫الغذائي‬ ‫والتموين‬ ‫النقل‬ ‫وشركات‬ ‫والمطاعم‬ ‫والفنادق‬ ‫والمؤسسات‬ ‫الشركات‬.‫عام‬ ‫إلى‬ ‫الشركة‬ ‫إنشاء‬ ‫تاريخ‬ ‫ويرجع‬1994‫م‬
‫الب‬ ‫حبوب‬ ‫أجود‬ ‫من‬ ‫المصنوعة‬ ‫العربية‬ ‫والقهوة‬ ‫والمشروبات‬ ‫المكملة‬ ‫والحلويات‬ ‫التمور‬ ‫من‬ ‫العربية‬ ‫الضيافة‬ ‫في‬ ‫متخصصة‬ ‫تاله‬‫والهيل‬ ‫ن‬.‫تاله‬
‫المنتجات‬ ‫من‬ ‫لها‬ ‫مثيل‬ ‫ال‬ ‫المتنوعة‬ ‫النكهات‬ ‫من‬ ‫لها‬ ‫ذكي‬ ‫مزج‬ ‫مع‬ ،‫المكونات‬ ‫أجود‬ ‫اختيارها‬ ‫في‬ ‫تتميز‬.‫بجد‬ ‫نعمل‬ ‫تاله‬ ‫في‬ ‫هنا‬ ‫ونحن‬‫لكم‬ ‫لنقدم‬
‫عصرية‬ ‫لمسة‬ ‫مع‬ ‫األصالة‬ ‫جوهر‬.‫خاصا‬ ‫شيئا‬ ‫لك‬ ‫توفر‬ ‫تاله‬.‫ومزي‬ ‫بعناية‬ ‫ملفوفة‬ ‫األطباق‬ ‫من‬ ‫ومتنوعة‬ ‫كبيرة‬ ‫مجموعة‬ ‫تمنحك‬ ‫انها‬‫مثل‬ ،‫نة‬
‫بك‬ ‫الخاصة‬ ‫المناسبات‬ ‫كل‬ ‫حاجة‬ ‫مع‬ ‫تتناسب‬ ‫كهدية‬ ‫لتقدم‬ ‫الفاخرة‬ ‫والصناديق‬ ،‫السالل‬

7. ‫للحلويات‬ ‫الدبلوماسي‬ ‫شركة‬:‫وب‬ ،‫المخلصين‬ ‫زبائننا‬ ‫مع‬ ‫ومتواصلة‬ ‫دائمة‬ ‫عالقات‬ ‫على‬ ‫الماضيين‬ ‫العقدين‬ ‫خالل‬ ‫مؤسستنا‬ ‫بنيت‬ ‫لقد‬‫والمصارحة‬ ‫اإلنفتاح‬
‫السعيدة‬ ‫وأوقاتهم‬ ‫مناسباتهم‬ ‫مشاركتنا‬ ‫خالل‬ ‫من‬ ‫وبينهم‬ ‫بيننا‬ ‫والمحبة‬ ‫األلفه‬ ‫من‬ ‫جو‬ ‫خلق‬ ‫من‬ ‫تمكننا‬.‫العام‬ ‫ومنذ‬1987‫محالت‬ ‫تفتخر‬ ‫م‬"‫الدبلوماسي‬"
‫والكن‬ ‫العربية‬ ‫الحلويات‬ ‫و‬ ‫والسندويشات‬ ‫والمعجنات‬ ‫المقبالت‬ ‫و‬ ‫الكيك‬ ‫من‬ ‫واسعة‬ ‫نخبة‬ ‫تشمل‬ ‫والتي‬ ‫الجودة‬ ‫عالية‬ ‫وخدماتها‬ ‫بمنتجاتها‬‫والش‬ ‫افة‬‫وكوال‬
‫والشركات‬ ‫الحفالت‬ ‫تموين‬ ‫إلى‬ ‫باإلضافة‬
Rowena
‫فريق‬ ‫وضمن‬ ‫أعيننا‬ ‫نصب‬ ‫وضعنا‬ ‫فقد‬ ‫المحدودة‬ ‫والتسويق‬ ‫للتجارة‬ ‫الدولية‬ ‫األصالة‬ ‫لشركة‬ ‫المملوكة‬ ‫التجارية‬ ‫العالمات‬ ‫إحدى‬ ‫هي‬ ‫دكتيليفيرا‬‫عمل‬‫طموح‬
‫قاسية‬ ‫وتحديات‬ ‫معطيات‬ ‫على‬ ‫صياغتها‬ ‫في‬ ‫معتمدين‬ ‫األمامية‬ ‫الصفوف‬ ‫في‬ ‫تضعنا‬ ‫مستقبلية‬ ‫رؤية‬ ‫ضمن‬ ‫لتحقيقها‬ ‫نسعى‬ ‫عدة‬ ً‫ا‬‫أهداف‬.‫أ‬ ‫أن‬ ‫إلى‬ ‫إضافة‬‫أهم‬ ‫حد‬
‫بتطو‬ ‫نقوم‬ ‫ألننا‬ ‫ذلك‬ ‫عميقة‬ ‫بروابط‬ ‫العربية‬ ‫الضيافة‬ ‫وكرم‬ ‫بأصالة‬ ‫يتصل‬ ‫حديث‬ ‫بمفهوم‬ ‫الضيافة‬ ‫صياغة‬ ‫هو‬ ‫تحقيقها‬ ‫إلى‬ ‫نصبوا‬ ‫التي‬ ‫األهداف‬‫ير‬‫م‬‫نتجاتنا‬
‫عمالئنا‬ ‫ورغبات‬ ‫حاجات‬ ‫لتواكب‬

8. SWOT analysis
Strengths:
• Equivalent competitor for Saad Eddin
• Stability: 12 years
• Good Product Quality
• V. good reputation
• Good Experience
• Very good costumer database
• Excellent Revenue
Weaknesses:
• Lack of Online awareness campaign
• Mid Brand Image, & low brand position on top of customers mind.
• Lack of marketing activities in showrooms.
• Lack of showrooms converge only Riyad & Khamis
• Lack of Market converge only 3 sales men for B2B.
• Lack of online Sales.
• Lack of product manager to develop products & launch it in the
market.
• Do not prepare ready-made sweets and distribute them to the
supermarket
• More than 1200 Hotels & only deal with 5 hotels.
Opportunities:
• To presence in the western market, i.e. Jeddah & Makkah
• Opening new markets & finding new customers
• To presence healthy & diet sweets.
• Customize place to sit the customers inside the showrooms such as
dunkun donates.
• To uplift the brand image in Riyadh & Abha
• To do joint venture with 5 stars hotels
• Contracting of wedding halls
Threads:
• Many of competitors make up from Market size 45%.
• Market saturations.
• Economic situations.
Rowena

9. Market strategy

10. Rowena
•Increase our sales
from row materials.
• Increase sales team from 3
to 5 to cover all market
channels.
• Create incentive scheme
for our clients.
• Sale promotions during the
year 2019
• Offers & discounts
• Free samples.
• Free gifts.
• Bundles
• Opening 2 new
showrooms in Jeddah.
• Opening 1 showroom in
Al Qaseem.
• Free delivery service
• Ordering online
Showrooms
B2C
Showrooms
B2C
Factory &
row
materials
Hotels &
wedding
hole (B2B)

11. Rowena
•Increase our sales
from row materials.
• Increase sales team from 3
to 5 to cover all market
channels.
• Create incentive scheme
for our clients.
• Image online campaign
• Uniforms for the
employees at the
showrooms
• Wear handcuffs and head
cap
• Great attention to the
cleanliness and perfume of
the exhibition
Showrooms
B2C
Showrooms
B2C
Factory &
row
materials
Hotels &
wedding
hole (B2B)

12. Price
Distribution
Quality
Development
Rowena
Sanabel Al-
Salam
Al-Mahawi
Saad Elddin
WE
ARE
HERE
WE AIM
TO BE
HERE
Rowena

13. To uplift the brand image
To work on branding
To create an awareness around the brand.
Aim to increase the market share with reasonable prices vs.
high quality.
To increase the sales through digital marketing.
To create sub-brands, i.e. Rowena Coffee, Rowena Party.
New pricing strategy (high and low price)
Rowena

14. Elite
Class A
Class B
Banks
Automotive
Hotels

15.  To develop an application to increase the sales and to solve the traffic issue
in the showrooms during the high seasons.
 To dedicate a professional photographer for all the materials of the media
including social media.
 To conduct a sampling campaign for the products by joint venture with the
five stars hotels to provide our products.
 To establish a prestigious coffee offered & specialized in Arabic Coffee
providing our products as well.
 client satisfaction surveys
 Keeping up with what’s new in the market

16. B2B:
 ATL: Rowena is a saudi sweets manufacturer and recognized as
leader in the market for chocolate
 Media Campaign: TVC, outdoor, radio
commercial.
 Social media, i.e. LinkedIn, Facebook, YouTube,
Instagram, Snapchat and Twitter.
 BTL:
 To participate in the exhibitions & events
 To produce a professional documentary to be
distributed with the marketing kit.
 To send branded gift items from our products in
the seasonal occasions.
 Website, brochures.
B2C:
 Above the line media campaign: TVC,
outdoor, radio commercial
 To presence in the social media, i.e.
twitter, Snapchat and Instagram
 To conduct activations in the private
colleges & universities
 Launch events for new branches
 Customize occasionally gifts
 Application, On line shop

19. Thank you !